Short for Click through Rate, The percentage of individuals viewing a web page who click on a particular advertisement that appears on the page. Click-through rate measures how successful an ad has been in capturing users’ interest.

The higher the click-through rate, the more successful the ad has been in generating interest. A high click-through rate can help a website owner support the site through advertising dollars.

It measures the effectiveness of an advertisement. It is calculated using the following formula that involves the number of clicks and impressions:

CTR = (Clicks/Impressions) x 100

A high CTR means that it attracts attention and get clicks often. A low CTR means the ad is under performing and should be evaluated further. Other similar terms include response rate, click-thru ratio.

Example: A 1.0% CTR means that for every 100 impressions, there is one click.

Why is CTR important?

Click-through rates help determine the relative success or failure of an email campaign based on the engagement of your recipients. The higher the click-through rate, the more successful an email campaign is considered to be. However, there is no standard value for what constitutes an ideal click-through rate.

This is because many different factors can affect the click-through rate of an email, such as the type of email being sent, the sending frequency, your company’s industry, and even the time of day.

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